Chinese livestream boy group Joy-X. Photo from Joy-X’s Douyin |
According to the South China Morning Postthe multi-performer live-streaming format surged in 2023 after regulators halted idol survival shows in 2021, and has since flourished across short-video platforms.
Sixth Tone reported that the format typically features rotating squads of five to seven dancers, while audiences send virtual gifts, vote and pay to influence choreography and stage presence. Platform algorithms track engagement in real time, determining which performers remain prominently featured.
Data from the China Association of Performing Arts shows that as of May 2025, the country had 193 million registered streamer accounts, including roughly 33 million active each month.
Industry analysts say the format has become a significant revenue driver. Market estimates indicate China’s group live-streaming sector exceeded 15 billion yuan (US$2 billion) in 2025, with leading performers earning up to 1 million yuan per month through virtual gifts, contest rewards and base salaries.
One widely cited example involves Xuanxuan from the group SK Girls, who reportedly received virtual gifts valued at 2.7 million yuan ($390,800) in a single night, translating into personal earnings of roughly 600,000 yuan, as reported by cultural publication Radii.
The model has also generated viral cultural moments. The song “Everything Grows,” featuring a Guanyin-inspired hand gesture, sparked widespread cover performances by celebrities after being performed in livestream sessions, while boy group Joy-X gained traction with a signature leg-sweep dance that amassed more than 10 billion online views. Their broadcasts now regularly attract over 20,000 viewers. Top performers have also leveraged the exposure into reality television appearances, acting roles and live concerts.
Despite the lucrative potential, performers often face demanding workloads. Many stream more than 26 days per month, working around 10 hours daily while continuously rehearsing choreography and maintaining high levels of fan interaction to sustain engagement.
The format’s commercial success has prompted overseas experimentation. A Chinese entrepreneur known as Charlie introduced the model to the U.S. in 2024, launching groups such as CalixSunset. The venture reportedly recovered its initial investment within three months and now attracts up to 5,000 viewers per session, with individual streams generating as much as $6,000, according to SCMP.
Earlier U.S. attempts struggled because broadcasts focused primarily on casual interaction rather than structured group performances, Charlie said, emphasizing that synchronized choreography and stage atmosphere are essential to the model’s appeal.
Cultural differences remain apparent. Chinese performers often use beauty filters and stylized visuals, while American audiences tend to prefer a more natural presentation. Regulatory tightening in China earlier this year also placed limits on heavy makeup effects and suggestive dance elements in response to content concerns.
Charlie said, as cited by SCMPthat his U.S. operations prioritize modest styling and performance quality while navigating stricter work-life boundaries that reduce off-stream fan interaction compared with China’s highly immersive ecosystem.
Despite these differences, the core monetization model remains consistent, with fans competing through high-value virtual gifts to elevate their favorite performers and gain recognition within the community.
Industry observers view the trend as part of China’s broader live-streaming economy, now valued at more than 200 billion yuan, and increasingly influential as a global digital entertainment export.
Chang, a marketing manager at a live-streaming agency in Wuhan, said the format creates employment opportunities and alternative pathways to fame but warned that not all Chinese digital models translate easily across markets.
“Chinese audiences are accustomed to e-payments, live-stream commerce and fast-paced short videos, but Western viewers may not be as receptive,” he told SCMP.
Some online commentators have also raised concerns that the global spread of highly interactive short-form entertainment could contribute to cultural homogenization, reshaping viewing habits and expectations worldwide.
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